Should B2B Marketing or Sales Buy the CRM System? | B2B Sales & Marketing | Scoop.it

"There was a time (well before my time) when CRM was considered a sales enablement tool. The purpose was to bring data from proposals, sticky notes and rolodexes into one centrally accessible database."

 

"The purpose was to bring data from proposals, sticky notes and rolodexes into one centrally accessible database. It helped sales managers answer the question: “What happens to x account if x sales rep gets hit by a bus tomorrow?”

 

"As time progressed, CRM has been justified by benefits like increased efficiency (varying degrees of truth on that), and streamlined reporting/forecasting. For all of these purposes, CRM = Sales tool."

 

"Fast forward to current day. Growth in the CRM market is leveraging cloud computing, and social selling. There are 1000 apps in the Salesforce AppExchange, all of which boast Salesforce Integrations to enhance the CRM experience. The market has evolved on a tremendous curve of innovation. Needless to say, times have changed..."

 

The article raises valid questions around the main areas of "how to use" as well as what to measure. Interesting side note, the author is in sales.

 

Read on to see the suggested answer to the question raised above and why it may or may not make sense for your company. Even if you are not in the market to purchase a CRM package, ownership and management once installed are perhaps more important then who makes the decision to buy.